02697nam a22004691i 4500 000708845 CaToSAGE 20240202172917.0 20211005154348.4 m o d cr un||||||||| 211005s2019 enka fo 000 0 eng d NEZPRACOVANÝ IMPORT 9781529772203 (ebook) : No price (OCoLC)1277087767 CaToSAGE eng CaToSAGE rda pn UtOrBLW a ii HD9999.M784 P39858 2019 338.7 23 Titus, Nidhi, author. Paytm : the Lucky Lifafa campaign / Nidhi Titus, Abhishek, Saral Mukherjee. London : Indian Institute of Management, Ahmedabad, 2019. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Business Cases Originally Published InTitus, N., Abhishek., & Mukherjee, S. (2019). Paytm: The Lucky Lifafa Campaign. IIMA/MAR0504. Ahmedabad, India: Indian Institute of Management, Ahmedabad. The Indian digital payment market was estimated to grow to around USD 700 billion - USD 1 trillion by 2022. This has seen a number of players entering the market to challenge Paytm which aimed to maintain its prominent position in the Indian mobile wallet space. To increase its user base and use-cases, Paytm introduced the Lucky Lifafa campaign to provide Indian users a novel way of gifting money. The campaign was similar to the Red Envelope campaign used by WeChat to garner a wide user base in China. In spite of gift-giving being an integral part of Indian culture, the acceptance of Lucky Lifafa among Indian users was significantly different from that of the Red Envelope among Chinese users. This case describes the Lucky Lifafa campaign and the context in which it was executed, thus highlighting the differences in the process of gifting between Chinese and Indian societies. Additionally, the case also provides details of existing and upcoming players in the mobile wallet market space in India. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Multi-sided platform businesses India Case studies. Abhishek, author. Mukherjee, Saral, author. SAGE Business. Cases. SAGE Knowledge https://sk.sagepub.com/cases/paytm-the-lucky-lifafa-campaign Plný text SBC EB NEPOSILAT EB